Traffic Manager: Here’s what it means to be one

Traffic Manager: Here’s what it means to be one
Paid traffic managers are in high demand in the digital marketing segment. Here’s why and what the job entails!

Paid traffic managers are in high demand in the digital marketing segment. Here’s why and what the job entails!

You may have already heard the term traffic manager. It’s one of the most popular professions in the digital marketing world. 

Traffic managers are in high demand today as they are responsible for directing website traffic, especially by running paid campaigns on networks like Google Ads and social networks like Facebook, Instagram, LinkedIn, and Twitter.

But more than creating and managing ads, traffic managers should be able to analyze data to make decisions, helping businesses perform at their best at each marketing funnel stage.

In this article, we’ll cover what you need to know about what a traffic manager does and what skills they need to do the job. Check it out!

What does a paid traffic manager do?

As we mentioned, a traffic manager creates paid campaign strategies for businesses, increasing qualified audience website visits. 

But it’s not just about running ads on channels like Google Ads and Facebook Ads but adopting Data-Driven Culture to make the best decisions for customers or companies. 

That means acquiring advanced data analysis knowledge to attract funnel-top, middle, and bottom users. They also need a comprehensive view of the Inbound Marketing strategy.

Some of the main tasks of a traffic manager are:

  • Planning, developing, and optimizing advertising campaigns for paid media channels;
  • Researching keywords for ads in Google Ads;
  • Audience segmentation for campaigns;
  • Distributing and managing funds for different channels;
  • Monitoring and analyzing advertising results and improving strategies;
  • Creating reports to make communication easier between teams and decision-makers.

Why is this profession gaining so much popularity?

A traffic manager on the team gives companies both an ads specialist and a strategist. It’s their job to increase the site’s qualified audience and drive business opportunities. 

So, you’ll see benefits in a reducing Cost per Lead (CPL) metric and Cost per Client Acquisition (CAC), as well as an increase in Return on Advertising Spend (ROAS).

It will also boost your brand’s visibility and get your content to potential customers in every phase of the buyer journey. 

So, in digital marketing, paid traffic managers are essential to business growth.

Different types of traffic managers

Paid traffic can be managed on different channels, depending on the goal. Here are a few.

1. Google Ads

This type of traffic manager works on getting websites to show up among the first Google results ( the most popular search engine in the world), enabling businesses to reach the audience at the bottom of the sales funnel.

They’ll need to develop the most efficient strategies, from audience segmentation to keyword research and creative planning to draw target audiences. 

Knowledge is required on how to align search campaigns with other available formats on the platforms (Display ads, Apps, Google Shopping, and videos on YouTube.

2. Social Ads

Social networks also provide a wide range of opportunities for paid traffic. The channels (Facebook, Instagram, LinkedIn, and Twitter) should match the audience profile. For example, for  B2B audiences, LinkedIn Ads are the most effective. 

Social Ads are an excellent strategy for attracting funnel-top hits on your website and nurturing the relationship with users through remarketing campaigns.

3. A combination of channels

One kind of traffic manager works with ads for different channels, like Google Ads and Social Ads.

By working with the most relevant platforms for a given company or client, they can boost Inbound Marketing strategies, generating more site visits according to the sales funnel stages.

How to become a paid traffic manager

Would you like to become a paid traffic manager? The best thing to do is to find a course so you can dive into the topic and learn how to manage the most popular Ads platforms.

At Google Skillshop, for example, there are several courses that teach you how to create, optimize and analyze ad campaigns for search, display network, shopping, videos, and more. 

Besides that, it’s important to follow info producers who share their experiences with paid traffic and network with other paid traffic professionals. 

You’ll also need to learn to analyze data accurately since it drives decision-making.

4. Webinars for aspiring paid traffic managers

It’s not always easy for paid traffic managers to fit a course into their busy schedules. If you’re looking for up-to-date, optimized content, we’ve got just the thing!

Reportei’s YouTube channel has a series of webinars with excellent professionals. Here’s what they have to share:

What skills do you need to work in traffic management?

Traffic Managers are new to the job market. But if you want to stand out, you’ll need a few skills:

  1. Experience with digital marketing platforms like Google Ads and Facebook Ads.
  2. Knowledge about analytics and data-driven decision-making, including tracking and analyzing campaign performance. 
  3. Experience in marketing, advertising, strategy development, and execution.
  4. Project management skills, as you’ll need them to manage multiple campaigns and projects simultaneously.
  5. Creativity, as you’ll need to develop and try out new concepts.
  6. Knowledge of target audiences and marketing trends.
  7. Knowledge of SEO and SEM and optimizing them to improve campaign performance.
  8. Experience with A/B testing and optimization.
  9. Understanding business objectives and how to align advertising campaigns.

In addition to those technical skills, the following soft skills are also important:

  1. A leadership profile, since traffic managers often manage and mentor junior team members. 
  2. 2. Troubleshooting, as they are usually responsible for monitoring any issues with the platforms and editing mistakes in ads and campaigns. 
  3. Time management skills, as they’ll get you through tight deadlines and when working on multiple projects simultaneously.
  4. Be good at communicating, as they’ll need to be able to relay campaign performance and results to stakeholders.
  5. Strategic thinking is about presenting innovative ideas with a business’ goals in mind.
  6. Be adaptable and flexible, as digital marketing is ever-evolving.
  7. Attention to detail, as small mistakes can negatively impact campaign performance.

What to look for when hiring a traffic manager

Now, if you’re part of an agency or company looking to hire a paid traffic manager, you should make sure to check for:

  • Certifications and experience in the area;
  • An analytical profile, which helps when making data-driven decisions;
  • Experience with ad platforms and Inbound strategies as a whole.

As this job title is new to the market, it’s important to make sure there are opportunities for professional growth in your company or agency, making sure the team is qualified to get the best results. 

Did you like our article on the paid traffic manager position?

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